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01 VISUAL STRATEGY GUIDE
LIVING IN THE MOMENT
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KODAK
VISUAL STRATEGY GUIDE
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KODAK
VISUAL STRATEGY GUIDE
All rights reserved. No part of this publication may be reproduce or transmitted in any form or by any means mechanical, electronic, photocopying or otherwise without the prior consent of the publisher. This is a student project only. No part of this book or any other part of the project was produce for non commercial use.
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VISUAL STRATEGY GUIDE
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VISUAL STRATEGY GUIDE
“What we do duri
hours determine
what we do in ou
determines what —George Eastman
ing our working
es what we have;
ur leisure hours
t we are�
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VISUAL STRATEGY GUIDE
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TABLE OF CONTENTS Introduction
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Our Story About Kodak Milestones
12 16 18
Revival New Horizon The Moment Our Look Mission Statement
22 24 22 26 30
Target Audience Personas
32 34
The Market Competitors
48 50
Sources
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See the world around you differently
INTRODUCTION
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INTRODUCTION It’s important for companies to reinvent themselves. But for this kind of reinvention, where we need to faced with a technological discontinuity which has little in common with what you’ve been doing, we need to radically alter our mindset or and emerge as a completely different company. The challenges Kodak faced are not unique, so what can other businesses learn from its failure? Clearly companies that derive a large proportion of their profit from a single product in Kodak’s case film are more vulnerable. But having a corporate mindset open to new ideas and able to embrace uncertainty is essential to our revival.
You can’t really understand how people relate to their pictures—why people take pictures unless you do a social analysis which is more anthropological or sociological. Kodak’s high-profile advertising campaigns established the need to preserve ‘significant’ occasions such as family events and holidays. These were labelled ‘Kodak moments’, a concept that became part of everyday life. We want to go beyond to preserve, we want to give the moment to you. In this Visual Strategy Guide we will present the evolution of Kodak since its beginnings and how it will be in the future.
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VISUAL STRATEGY GUIDE
“You press the button, we do the rest” —George Eastman
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OUR HISTORY
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OUR HISTORY
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ABOUT KODAK With the slogan “Press a button, we do the rest” George Eastman in 1888 put the first simple camera into the hands of a large number of consumers. In doing so, he became a cumbersome and complicated process easy task and within reach of almost everyone. During most of the 20th century Kodak held a dominant position in photographic film. The company’s ubiquity was such that its tagline “Kodak moment” entered the common lexicon to describe a personal event that demanded to be recorded for posterity. Since then, Eastman Kodak Company has been in the lead with a lot of new products and processes that have made the simplest, most useful and fun photography. In fact, Kodak is known today not
only for photography, but also for images used in a variety of applications entertainment, shopping, entertainment and scientific. Its reach increasingly involves the use of technology to combine images and information, creating the potential to profoundly change the way in which people communicate with the business world. In the same way that Eastman order to make a camera out “as convenient as the pencil” is marked, Kodak continues to expand how images affect the daily lives of people. The company is a major multinational company whose brand is known to virtually everyone.
OUR HISTORY
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KODAK MILESTONES 1879
1900
1919
1942
Eastman invented an emulsion-coating machine
Brownie camera is introduced-
George Eastman gifts one-
KODACOLOR Film for prints, the
which enabled him to mass-produce photo-
sells for $1.
third of his Kodak stock
world’s first true color negative film,
worth roughly $10 million
was announced.
graphic dry plates.
at the time - to employees.
1886 Eastman employ scientist to aid in the commercialization of a flexible, transparent film base.
1892
1932
1955
George Eastman, suffering
Kodak began selling
from a painful spinal disor-
color films without
der, commits suicide with
the cost of processing
a bullet to the heart. He
included
leaves a note that says: “My
The company became
work is done. Why wait?”
Eastman Kodak Company of New York.
1880
1890
1900
1910
1920
1930
1940
1895 The Pocket KODAK Camera was announced.
1929
1888
ture film designed for making
Sanp shot photography is
movies with sound tracks.
invented with the Kodak
1880
Introduces its first motion pic-
The name “Kodak” is born.
box camera.,
1914 The Kodak tower, the
Eastman began commercial production of dry
company’s current head-
plates in a rented loft of a building in Rochester, N.Y.
quarters, opens on State Street
1950
1960
KODAK MILESTONES
Some key events in the history of the company, which invented the hand-held camera and brought photography to the masses.
1980 Celebrates 100th anniversary. Enters the clinical diagnostic market.
1996 1965
The Advanced Photo System
2016
Kodak developed the super 8
format was introduced
Kodak Rebrand
format and launched super 8 movies with new cartridgeloading KODACHROME II Film.
1970
1980
1990
2000
2010
2020
2012 1975
Kodak reorganizes into two groups; Commercial and Consumer. On
Invents the world’s first digital
January 19, 2012 Kodak files for
camera, a toaster-sized image
Chapter 11 Bankruptcy.
sensor that captured rough hues of black and white.
2004 KODAK EASYSHARE Digital Cam-
1963 Kodak Instamatic Camera introduced
eras ranked highest in the J.D. Power and Associates 2004
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“My work is done why wait.” —George Eastman
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REVIVAL
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ENJOY LIFE,WE ONLY LIVE ONCE
NEW HORIZON
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NEW HORIZONS Good innovation doesn’t necessarily have to be tied to a product or technology if the value proposition creates value for your customers, and your business model creates value for Kodak. For us is all about the moment.
that we want to share and keep them forever, like important birthdays, amazing vacations or special anniversaries and mean something to people on a deep, sentimental level. That’s why we want to create the special moment for you.
There are moments in life where we wish time would stand still. Moments, we want to hold on to and relive again and again. These are our unique and special moments.
We call these “forever moments” and turn them into Kodak Moment.
Meaningful moments, we always want to remember. Moments where we feel we are human beings and where we are truly alive. Whenever we look at these moments they touch our heart and let it beat faster. These moments are so valuable
LIFE IS FULL OF SPECIAL MOMENTS.
The term “Kodak moment” has earned a spot in The Online Slang Dictionary, which defines it as “a moment worthy of capturing with a photograph, especially an adorable moment.”
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Definition
MOMENT noun mo·ment \ˈmō-mənt\
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a : a minute portion or point of time : instant b : a comparatively brief period of time
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a : present time b : a time of excellence or conspicuousness
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a : tendency or measure of tendency to produce motion especially about a point or axis b : the product of quantity (as a force) and the distance to a particular axis or point
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a : importance in influence or effect b : a cause or motive of action c : a stage in historical or logical development
THE MOMENT
“Life becomes precious and more special to us when we look for the little everyday miracles and get excited about the privileges of simply being human” —Tim Hansel
Tim Hansel is a Speaker and seminar leader Tim Hansel is president of ignite!, a nonprofit organization striving to motivate, encourage, and empower people.
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PREVIOUS LOOK
PAST LOOK
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A few decades ago Kodak was a company that mostly focused on cameras and its greatest use was to capture home moments such as birthday parties, weddings among others.
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FUTURE LOOK
FEATURE LOOK
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We want the future of Kodak to be one that encourages people to find the perfect moment by exploring the wonders of the world.
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MISSION STATEMENT Our mission is to help you capture the moments and connect you with the people that inspire your life
MISSION STATEMENT
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IS ALL ABOUT LIVING IN THE MOMENT
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How can you use every special second of life?
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TARGET AUDIENCE
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Is entirely up to you. You can do what feels right for you at this moment. You can choose to love, celebrate, honor, create, share, give, laugh, cry, walk, run, sleep, sit, meditate, write or anything else.
AUDIENCE
OUR PERSONAS Our primary audience are people who are interested to travel in a world of moments, from all ages interested in preserving and sharing their memories effectively and easily. Now with this new revival, Kodak will be more focused on what is the experience of having that magical moment into the life of each person. That’s why our audience is open to new challenges and lifestyles where they can have a Kodak moment. Kodak will aim more middle-aged users, with an equal split among men and women. This are who people may have a very high energy level,
alternating with periods of great calm and quiet, people who wants to live a special moment in their lives. We only live once, which is why our audience wants to have the best memories with his closest friends and have a good day or holiday.
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CHRISTIAN LEE THE YOUTUBER
He has already finished studying his career in sociology, but when he finished he realized that he wants to travel the world. Is a youtuber and tells each of his travels through the video and has more than 30,000 followers. As a cineast, he try to share to the world how other cultures are about in a different way and express the special moments through film. He don’t have much money, then to cover all his expenses, it makes shows busiest squares in the countries he visits.
The World 30 years old You Tuber
I record his shows, he is passionate about photography and film and how it affects popular culture. For him film is a powerful cultural tool that allows to know some elements of the human condition through the image and enriched with all the fine arts to try to impact the intellect and emotion sound. His dream is to have a trusted friend in every place you visit.
AUDIENCE
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KEVIN HERNANDEZ THE SINGER
Currently working in a department store to cover their expenses and during the meanwhile he rent one of their rooms on Airbnb
Music is a universal language for him, breaks down barriers and unify people creating a series of emotions and connection.
He enjoys meeting people from other places and likes to teach the city to its guests.
He would like to travel to reach more people with his music.
In his leisure time he is a musician and plays for a local band and he is looking to increase the audience who visit the pub on Saturday night. H
He plays the guitar, piano and sax, sometimes he sing and when he do it, is really good.
He thinks music is the best way to get to he’s audience moments and memories.
Dominican Republic 28 years old Singer and Retailer
Try to create a song with every guest and their experiences they have had together in the city,
AUDIENCE
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JENNIFER WILLIAMS COLLEGE STUDENT
Right now she is going to a state university, it says it wants to prepare well for the world workforce but before that she want to do some adventure. As a translation student says her biggest passion is to interact with people from other countries, wants to learn as many languages as possible, she already knows English, French. Spanish, Portuguese and Italian, looking forward to learn Chinese. Always walks around with her notebook in her hand, she never know when she get inspired by a moment and start writing a poem or a short story.
San Francisco 20 years old Studying Languages
She is doing her research and she have some countries in mind to study abroad. Since childhood she liked to write, and now has a blog which helps overcome language barriers and help other people with langauages. She wants to communicate to the world the importance of good relationships and memories. She travel thru her writing, her goals is to share it to the world.
AUDIENCE
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RICHARD BROWN THE TRAVELER PLANER
He is businessman in a travel agency and likes his clients have the best vacation ever, selling, advising and managing the logistics of travel. It is very organized and attentive, it has many years of experience working with clients. It is not an ordinary businessman, he becomes a lifelong friend of his clients, he thinks that the human being must be more united than ever; have good relationships is extremely important to him. He is among those who think that life is just one and people have to enjoy at all times. That’s why he are promotes alternative travel, and at the same time they are for the whole family.
New York City 30 years old Travel Agent
Every time talking to his clients he ask them which so far has been the great moment of their lives. Which his clients remain without words, many do not know what or which specifically respond. One of his philosophies is to travel and see the world itself is a form of cultural exchange, is university of life of the modern world. Always is looking for other companies to collaborate in order to benefit the client.
AUDIENCE
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WILL THOMAS THE COOL DAD
The time he have with his children is very limited. That is why time and experiences are everything for him, brings out the best of every moment he have with them and his loved ones. Life circumstances he divorced his ex wife Jannet. He is the father of two children, called Will and Gabriela. Always look for the best of the best, and takes pleasure all the time. They are the light in his eyes. While children are with their mother is dedicated to be a nurse. He knows very well that the family time
San Francisco, CA 38 years old Nurse
is precious, because in the hospital can see and appreciate the value of emotions and life itself. Sometimes he thinks that moment arrives alone, and when you enjoy more, but it is clear that enjoys every day of his life as if it were the last. Has its full of photos of their children in his cellphone, the images of their smiles says a thousand words.
AUDIENCE
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LAURA PEREZ THE SOCCER MOM
It is a very hardworking lady, is secretary and is very enjoyable life of their children and at work. Always seek the welfare of them, it is very attentive to the tasks of their children and promoting creativity to them, going cultural activities in the area. She try to record all parties and activities of their children to teach them to her family and share them on social networks. Her father was the typical 80’s father who spent all kinds of time recording with his video camera. It has been a long time that, after long see them, since they had to move the country does.
Miami, FL 40 years old Secretary and Fulltime Mom
Sometimes she spend time looking photo albums, they dust and leafs with nostalgia and makes her children the great stories of the life of her family. She look for the best discounts for activities such as Groupon will see that there are activities to plan the weekend in. She is looking to some website to send them, but she want they can have the best moment of their life and have fun.
AUDIENCE
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A good reputation is measured by how much you can improve the lives of others. —George Eastman
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THE MARKET
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It’s time to reform ourselves and for that we need to know our competitors from today, adjacent and the future.
COMPETITORS
COMPETITORS Knowing the competitors is crucial for effective planning of marketing. Steadily the company must compare products, prices, channels and promotion with those of nearby competitors. Thus, it is possible to identify areas of competitive advantage or disadvantage. We can launch precise attacks against competitors, and prepare effective defenses against them. In the field of image, experience and memory, there are several companies that are current competitors with the product we had, the camera. It’s time to reform ourselves and for that we need to know our competitors from today, adjacent and the future. In this search we will extend from the sector image, experience, team work as the share in the new digital era.
Current competitors are mostly companies that capture the image of one form or another for different purposes as an amateur, professionally. Adjacent Competitors are companies in which the image and how we present our experiences in digital media. Future Competitors is about living the moment in different ways (vacations, every day deals, hosting ect.)
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CURRENT COMPETITORS
Canon. Corporation specialized in the manufacture of imaging and optical products, including cameras, camcorders, photocopiers, steppers, computer printers and medical equipment.
Nikon specialize in optics and imaging products like Its products include cameras, camera lenses, binoculars, microscopes, ophthalmic lenses, measurement instruments, and the steppers
GoPro It manufactures eponymous action cameras and develops its mobile apps and video editing software mostly use for adventure.
Cyber-shot is Sony’s line of point-and-shoot digital cameras
Black Magic world’s smallest digital film cameras with an incredibly strong design.
Sigma manufacturing cameras, lenses, flashes and other photographic accessories.
ACTUAL COMPETITORS
This group of competitors largely reflects the industry of image and motion.
Fujifilm They include compact point and shoot models, tough, waterproof models, bridge digital cameras, digital SLRs cameras.
Camera Red manufactures professional-grade digital cinematography up to 6K resolution and photography tools.
I phone An entirely new camera system. The brightest, most colorful iPhone display ever. The fastest performance and best battery .
Polaroid Instant film materials for vintage Polaroid cameras have again become available on the market
Leica high-quality, lightweight, which have gained renown from their use as the camera of choice for several famous street photographers.
Samsung Galaxy is the smartest camera ever. It combines highquality photography with the Android 4.1 Jelly Bean OS & seamless connectivity.
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ADJACENT COMPETITORS
Instagram online mobile photosharing, video-sharing, and social networking service that enables its users to take pictures and videos, and share them
Snapchat easily talk with friends, view Live Stories from around the world , and explore news in Discover. Life’s more fun when you live in the moment!
Photoshop Create and enhance , images, 3D artwork, the world’s best imaging and photo editing app.
Tumblr is a blog that you can post anything (from anywhere!), customize everything, and find and follow what you love.
Flickr Picture galleries available with social networking, chat, groups, and photo ratings .
Youtube Enjoy the videos , upload original content, and share it all with friends, family, and the world.
ADJACENT COMPETITORS
This group reflects the interactive platforms in which the image can be distributed.
PS4 console will get you for the most immersive gaming experience ever
Periscope lets you explore the world through the eyes of somebody else.
Google Glass is an optical headmounted display designed in the shape of a pair of eyeglasses.
SanDisk delivers flash storage solutions used in data centers, embedded in smartphones, tablets, and laptops, and trusted
Epson Print, scan, and share directly from your Android phone or tablet. Print photos, emails, webpages and
Kinect command your Xbox and TV with your voice and gestures, play games where you are the controller
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FUTURE COMPETITORS
Airbnb Host a Local, and share your World with others. Travel experiences as wonderful as they were affordable. That is one of their main philosophies
Groupon Own the Experience, they have great deals at nearby restaurants, spas, things to do, shopping, and travel.
Fun and Cheap A handpicked recommendation list and events calendar of upwards in town.
Kayak Website that you can find hundreds of other travel sites at once to find the information you need to make the right decisions
American Automobile Association offering Emergency Road Side Service, Discounts, Travel Bookings, Vacation ect.
Eventbrite Marketplace for live experiences that allows people to find and create events in 190 countries.
FUTURE COMPETITORS
This group reflects ways to enjoy the moment and share with other people.
Trip Advisor Is one of the world’s largest travel site. Read reviews, find deals & go!
Meetup Find and meet people in your local community who share your interests.
Dakota Box They have a big selection of 36 thematic boxes wellness, adventure, stay, food and multithematic.
Couchsurfing share their homes, cities and lives in profound in meaningful ways, creating social experience
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Sometimes you w the true value of
becomes a mem
Unknow
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will never know a moment until it
mory
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SOURCES Information
Filatore. “Tim Hansel (1941-2009).” Tim Hansel (1941-2009). N.p., n.d. Web. 20 Nov. 2016.
Quotes about Living In the Moment (images).” INeedMotivation.com. N.p., n.d. Web. 15 Sept. 2016.
Kamal Munir. “The Rise and Fall of Kodak’s Moment.” “The Rise and Fall of Kodak’s Moment.” University of Cambridge. N.p., n.d. Web. 8 Oct. 2016. University of Cambridge. N.p., 14 Mar. 2012. Web. 24 Sept. 2016.» “Why Your Company Might Be About To Have A Kodak Last edited on Oct 03 2009. Submitted by Walter Moment.” Strategyzer. N.p., n.d. Web. 7 Oct. 2016. Rader (Editor) from Sacramento, CA, USA on Oct 03 2009. “Milestones | Kodak.” Milestones | Kodak. N.p., n.d. Web. 10 Nov. 2016. “Moment.” Merriam-Webster.com. Merriam-Webster, n.d. Web. 27 Sept. 2016.
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Photography
“10 Things Only SAHMs Will Understand - ZenParent.” ZenParent. N.p., n.d. Web. 22 Sept. 2016
“John L Teck - Online Memorial Website.” John L Teck (July 31, 1952 - January 1, 2008) - Online Memorial Website. N.p., n.d. Web. 20 Sept. 2016.
“Bossfight.co Archives | Image Finder.” Image Finder. N.p., n.d. Web. 22 Sept. 2016.
“Northwestern.” Nate Matos., n.d. Web. 20 Sept. 2016.
“Camping Offers an Affordable Way to Travel.” Wandu Tours. N.p., n.d. Web. 22 Sept. 2016
“Pleasant Family Groups.” Pleasant Family Groups. N.p., n.d. Web. 22 Sept. 2016.
Canon Camera Background Picture Wallpaper #90300.” Canon Camera Background Picture Wallpaper #90300 - N.p., n.d. Web. 15 Sept. 2016. “How Ready Are You To Graduate Really?” Playbuzz. N.p., 04 May 2016. Web. 22 Sept. 2016. “How to Really Buy Happiness | Mr-stingy.” Mr-stingy. N.p., 07 July 2016. Web. 22 Sept. 2016.
“The Best of the Rest of the Web: Mom Mantra, Daddy Duty, and Funny Money.” (NY Metro Parents Magazine). N.p., n.d. Web. 22 Sept. 2016. “Translation and Interpreting Services.” LP Educational Services. N.p., n.d. Web. 22 Sept. 2016. When I Let Go of What I Am, I Become What I Might Be. Inspirational Quotes | Quotivee. N.p., 19 Feb. 2014. Web. 10 Nov. 2016.
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Design // Frankie Negron Consultation // Hunter Wimmer Academy of Art University 2016
All rights reserved. No part of this publication may be reproduce or transmitted in any form or by any means mechanical, electronic, photocopying or otherwise without the prior consent of the publisher. This is a student project only. No part of this book or any other part of the project was produce for non commercial use.
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LIVING IN THE MOMENT VISUAL STRATEGY GUIDE